The five-day event, presented by Hypebeast, will be held from 24-28 April 2024 on Yas Island, and provides a global platform for contemporary fashion, music, art and lifestyle
Director Ashraf Dowani debuted his Middle East neo-culture documentary at a launch party on 12 January, joined by BRED-participating artists
Abu Dhabi, UAE- BRED Abu Dhabi, the region’s ultimate neo-culture festival, is returning to Yas Island 24-28 April 2024. Showcasing art, music, fashion, and neo-culture through a contemporary Middle East lens, the five-day event invites visitors to experience a packed entertainment line-up that includes live performances by hip-hop and grime artists, as well as exclusive drops by regional and global fashion brands, basketball showdowns, mouth-watering street food and more.
Announcing the 2024 edition of BRED Abu Dhabi with a documentary – “It’s Our Time” – Palestinian director Ashraf Dowani filmed the mini doc off the back of BRED 2023’s success. Featuring participating artists from the inaugural event; the film following six artists that embody neo-culture in their work and daily lives and was shot across six Middle East locations. “It’s Our Time” is now available to watch on BRED Abu Dhabi’s social channels, giving audiences a sneak peek of what to expect at the festival in April.
Watch the film here: bredabudhabi.com
The featured artists are British-Lebanese DJ Saliah, who mixes music inspired by the various cultures she was exposed to growing up; Saud G, an Emirati rapper and producer based in Ajman who redefines the way hip hop is portrayed in the Middle East; Ahmad Makari, an art curator who works with artists of various backgrounds from silk screeners to graffiti artists, photographers and more; Midos, a Tunisian fashion designer known for creating a brand that highlights aspects of Tunisian and Arab life; Tareq Qaddumi, a creative director who brings together all aspects of neo-culture in his work from fashion to art, sports and music and Zayed Al Haddar, a Scottish-Emirati photographer, born and bred in Abu Dhabi, who chronicles street life in his city.
Featuring insights from each artist, the film presents neo-culture as a way of life, underlining how individuals communicate through varying artistic mediums, creating a dialogue through different forms of creative self-expression. The film speaks to each of the artists’ inspiration as a result of their individual exposure to different cultures, emphasizing how their environment paved the way for their unique talents to take hold and ultimately gave rise to the phenomenon now known as neo-culture.
The screening culminated with the announcement of what’s in store for the upcoming 2024 edition, promising five days filled with performances by A-list international artists, regional talent, streetwear, curated art, interactive experiences, international and local food concepts and more.
Conceptualised and produced by Brag, in partnership with the Department of Culture and Tourism – Abu Dhabi, and Hypebeast, the festival was named after the “Born and Bred” idiom and the glory of ‘Black and Red’ sneakers. Giving rise to the emergence of the neo-culture phenomenon in Abu Dhabi, BRED was created exclusively to showcase the influence and impact of neo-culture on music, fashion, art, sports and food. Drawing in crowds from across different communities, BRED promises an authentic neo-culture experience that invites visitors to celebrate their individuality, all while offering them a platform through which they can forge meaningful connections with others. Revitalizing individuals’ innate desire to come together through creative self-expression, BRED is set to deliver an immersive cultural and experiential platform with a refreshed roster of talents and updated programming.
Visit bredabudhabi.com for more information about the festival and follow its social media channels for updates on ticketing, and the latest news.